chapter 7: monopoly mcgraw-hill/irwin copyright © 2009 by the mcgraw-hill companies, inc. all...
Post on 11-Jan-2016
222 Views
Preview:
TRANSCRIPT
Chapter 7:Chapter 7:MonopolyMonopoly
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
7-2
Monopoly Structure: Monopoly = Monopoly Structure: Monopoly = IndustryIndustry
oThe essence of market power is the ability to alter the price of a good or service.
oA monopoly is one firm that produces the entire market supply of a particular good or service.
oSince there is only one firm in a monopoly industry, the firm is the industry.
LO-1
7-3
Monopoly = Industry Monopoly = Industry
oThe firm’s demand curve is identical to the market demand curve for the product.oMarket demand is the total quantities of a
good or service people are willing and able to buy at alternative prices in a given time period.
LO-1
7-4
Price versus Marginal RevenuePrice versus Marginal Revenue
oMarginal revenue (MR) is the change in total revenue that results from a one-unit increase in quantity sold.
oPrice equals marginal revenue only for perfectly competitive firms.
oMarginal revenue is always less than price for a monopolist.
LO-1
7-5
Price versus Marginal RevenuePrice versus Marginal Revenue
oA monopolist can sell additional output only if it reduces prices.
oThe MR curve lies below the demand (price) curve at every point but the first.
LO-2
7-6
Price versus Marginal RevenuePrice versus Marginal Revenue
oTotal revenue before price reduction= 1 ton x $6,000/ton = $6,000
• Total revenue after price reduction= 2 tons x $5,000/ton = $10,000
• Marginal revenue= $10,000 – $6,000 = $4,000
LO-2
7-7
Where Price Exceeds Marginal RevenueWhere Price Exceeds Marginal Revenue
LO-2
7-8
Where Price Exceeds Marginal RevenueWhere Price Exceeds Marginal Revenue
LO-2
7-9
Monopoly BehaviorMonopoly Behavior
oA monopolist must make a pricing decision that perfectly competitive firms never make.
LO-3
7-10
Profit MaximizationProfit Maximization
oThe monopolist uses the profit-maximization rule to determine its rate of output.
oAccording to the rule, a monopolist maximizes profit at the rate of output where MR = MC.
LO-3
7-11
Profit MaximizationProfit Maximization
oThe profit maximization rule applies to all firms:–A perfectly competitive firm produces the
quantity where MC = MR (= p).
–A monopolist produces the quantity where MC = MR (<P).
LO-3
7-12
The Production DecisionThe Production Decision
oChoosing a rate of output is a firm’s production decision.
oIt is the selection of the short-term rate of output (with existing plant and equipment).
oA monopolist finds the rate of output where the marginal revenue and marginal cost curves intersect.
LO-3
7-13
The Monopoly Price The Monopoly Price
oThe intersection of the marginal revenue and marginal cost curves establishes the profit-maximizing rate of output.
oThe demand curve tells us the highest price consumers are willing to pay for that specific quantity of output.
oOnly one price is compatible with the profit-maximizing rate of output.
LO-3
7-14
The Monopoly Price and Profit The Monopoly Price and Profit MaximizationMaximization
LO-3
7-15
Monopoly ProfitsMonopoly Profits
oTotal profit equals profit per unit times the number of units produced.
oProfit per unit = price minus average total cost
Profit per unit = p – ATC
•Total profit = profit per unit times quantity
Total profit = (p – ATC) x q
LO-3
7-16
Monopoly ProfitsMonopoly Profits
oProfit can also be calculated by subtracting total cost from total revenue:
Total profit = TR - TC
LO-3
7-17
Monopoly versus Competitive OutcomesMonopoly versus Competitive Outcomes
o A monopolistproducesless andcharges ahigher pricethan acompetitiveindustry.
LO-4
7-18
Barriers to EntryBarriers to Entry
oBarriers to entry are obstacles that make it difficult or impossible for would-be producers to enter a particular market, e.g., patents.
LO-4
7-19
Threat of EntryThreat of Entry
oA monopoly attains higher prices and profits by restricting output.
oThe threat of entry does not affect a monopolist due to high barriers to entry.
LO-4
7-20
Barriers to EntryBarriers to Entry
oPatent Protection
oLegal Harassment
oExclusive Licensing
oBundled Products
oGovernment Franchises
LO-4
7-21
Patent ProtectionPatent Protection
oA patent is a government grant of exclusive ownership of an innovation.
oA patent is a source of monopoly power.oPolaroid’s patents forced Kodak out of the
instant-photography business.
LO-4
7-22
Legal HarassmentLegal Harassment
oSuing potential new entrants can deter entry into an industry.
oLengthy legal battles are so expensive that the threat of legal action may deter entry into a monopolized market.
LO-4
7-23
Exclusive LicensingExclusive Licensing
oLack of a license makes it difficult for potential competitors to acquire the factors of production they need.
LO-4
7-24
Bundled ProductsBundled Products
oForcing consumers to purchase complementary products thwarts competition.
oBundling products makes it difficult for competitors to sell their products profitably:oMicrosoft bundles software applications with
its Windows operating systems.
LO-4
7-25
Government FranchisesGovernment Franchises
oA monopoly granted by a government license:oThese include local power, telephone, and
cable TV companies.
oAnother example is the U.S. Postal Service in providing first-class mail.
LO-4
7-26
Comparative OutcomesComparative Outcomes
oA monopoly’s market power allows it to change the way the market responds to consumer demands.
LO-4
7-27
Competition versus MonopolyCompetition versus Monopoly
oIn competition, as well as monopoly, high prices and profits signal consumers’ demand for more output.
oIn competition, the high profits attract new suppliers.
oIn monopoly, barriers to entry are erected to exclude potential competition.
LO-4
7-28
Competition versus MonopolyCompetition versus Monopoly
oIn competition, production and supplies expand and prices slide down the market demand curve.
oIn monopoly, production and supplies are constrained and prices don’t move down the market demand curve.
LO-4
7-29
Competition versus MonopolyCompetition versus Monopoly
oIn competition, a new equilibrium is established and average costs of production approach their minimum.
oIn monopoly, no new equilibrium is established and average costs are not necessarily at or near a minimum.
LO-4
7-30
Competition versus MonopolyCompetition versus Monopoly
oIn competition, economic profits approach zero and price equals marginal cost throughout the process.
oIn monopoly, economic profits are at a maximum and price exceeds marginal cost at all times.
LO-4
7-31
Competition versus MonopolyCompetition versus Monopoly
oIn competition, the profit squeeze pressures firms to reduce costs or improve product quality.
oIn monopoly, there is no profit squeeze to pressure the firm to reduce costs or improve product quality.
LO-4
7-32
Near MonopoliesNear Monopolies
oTwo or more firms may rig the market to replicate monopoly outcomes and profits.
LO-4
7-33
Near MonopoliesNear Monopolies
oIn duopoly two firms together produce the industry output.
• In oligopoly several firms dominate the market.
• In monopolistic competition many firms each have a monopoly on its own brand image but still must contend with competing brands.
LO-4
7-34
WHAT Gets ProducedWHAT Gets Produced
oThere is a basic tendency for monopolies to inhibit economic growth.
oThere is no pressure to produce at minimum average cost.
LO-5
7-35
WHAT Gets ProducedWHAT Gets Produced
oMonopolies do not engage in marginal cost pricing:–Marginal cost pricing means firms offer
(supply) goods at prices equal to their marginal cost.
Monopolies do not deliver the most utility with the available resources.
LO-5
7-36
FOR WHOM FOR WHOM
oHigher prices charged by monopolists favor purchases by higher-income consumers.
oMonopolists get fat profits and thus access to more goods and services.
LO-5
7-37
HOW HOW
oMonopolists have less of an incentive to innovate.oThey can continue to make profits with
existing equipment and technology.
oThere is a tendency to inhibit technological improvement by keeping competition out of the market.
LO-5
7-38
Any Redeeming Qualities? Any Redeeming Qualities?
oDespite the strong and general case to be made against monopoly, monopolies could also benefit society.
LO-5
7-39
Research and DevelopmentResearch and Development
oIn principle, monopolies have a greater ability to pursue research and development. oThey have the resources available to invest in
expensive R&D functions.
oThey have no clear incentive for invention and innovation and can continue to make profits by maintaining market power.
LO-5
7-40
Entrepreneurial Incentives Entrepreneurial Incentives
oThe promise of even greater profits is a strong incentive for monopolies to innovate.
oInnovators in perfect competition also have the ability to earn large profits.
LO-5
7-41
Economies of Scale Economies of Scale
oEconomies of scale are present if average costs fall as the size (scale) of plant and equipment increases.
LO-5
7-42
Economies of ScaleEconomies of Scale
oA large firm can produce goods at a lower unit cost than a small firm because of economies of scale.
oConsumers may not benefit from the lower costs if the monopolist doesn’t lower its prices.
LO-5
7-43
Diseconomies of ScaleDiseconomies of Scale
oEven though large size may result in greater efficiencies, there is no assurance that it actually will.
oMonopolies may generate diseconomies of scale, producing at higher cost than a competitive industry.
LO-5
7-44
Natural Monopoly Natural Monopoly
oA natural monopoly is an industry in which one firm can achieve economies of scale over the entire range of market supply. oExamples include local telephone, cable, and
utility services.
LO-1
7-45
Natural Monopoly Natural Monopoly
oEconomies of scale are a natural barrier to entry.
oThere exists a potential for abuse in a natural monopoly.oGovernment regulation may be necessary to
ensure that the benefits of increased efficiency are shared with consumers.
LO-1
7-46
Contestable MarketsContestable Markets
oPotential competition is a threat even to monopolies.
oThis may cause them to behave more competitively.
LO-5
7-47
Contestable Markets Contestable Markets
oA contestable market is an imperfectly competitive industry subject to potential entry if prices or profits increase.
oHow contestable a market is depends not so much on its structure as on entry barriers.
LO-5
7-48
Structure versus BehaviorStructure versus Behavior
oIf potential rivals force a monopolist to behave like a competitive firm, then monopoly imposes no cost on consumers or on society at large.
oThe experience with the Model T suggests that potential competition can force a monopoly to change its ways.
LO-5
7-49
Structure versus BehaviorStructure versus Behavior
oCritics argue that even if markets are contestable, there will always exist a gap between a monopoly and a competitive outcome.
oThis gap can be very costly to consumers.
LO-5
7-50
Flying Monopoly AirFlying Monopoly Air
oMarket structure explains why it is cheap to fly to one place and expensive to fly somewhere else of equal distance.
LO-5
7-51
Industry StructureIndustry Structure
oFrom a national perspective, the airline industry looks pretty competitive.
oHowever, all of these companies do not fly to the same place.
LO-5
7-52
Industry StructureIndustry Structure
oWhen assessing market structure, it is essential to specify the relevant market.
oIn many markets, there is only one or two air carriers, thus the firms in this market act like duopolies or monopolies.
LO-5
7-53
Industry BehaviorIndustry Behavior
oAir fares from airports dominated by one or two carriers are 45-85 percent higher than at more competitive airports.
LO-5
7-54
Entry EffectsEntry Effects
oHow fares change when airlines enter or exit a specific market can be used to assess the impact of market structure on prices.
oAmerican Airlines cut its fares when low-cost carriers entered a market it dominated – then raised them when they left.
LO-5
7-55
Entry EffectsEntry Effects
oPredatory pricing – temporary price reductions designed to drive out competition.
LO-5
7-56
Barriers to EntryBarriers to Entry
oOne of the most formidable entry barriers to the airline industry is the ownership of landing rights and gates.
oAt Washington, D.C.’s National Airport, the six largest carriers owned 97 percent of available takeoff/landing slots in 2000.
LO-5
7-57
Barriers to EntryBarriers to Entry
oTo offer service from that airport, a new entrant would have to buy or lease a slot from one of these firms.
oIf existing firms are unwilling to sell or lease their slots, then competition is thwarted.
LO-5
MonopolyMonopoly
End of Chapter 7End of Chapter 7
7-58
top related